Bentley College Students are First to Use Perseus MobileForms and Palm Pilots for Market Research
Students conducting field research and in Bentley's Center for Marketing Technology obtain instantaneous results, reporting and analysis
WALTHAM, MA (July 10, 2002) - Bentley College students, in the first field use of Perseus MobileForms software, conducted customized market research recently for Entercom Communications Corporation's four Boston radio stations. Using Palm Pilots as electronic clipboards, questionnaires were completed by more than 300 people in a four-hour period. As part of Bentley's new junior year required course, Integrated Business Functions, GB-301 the students used Palm-Powered(TM) technology and Bentley's Center for Marketing Technology to conduct interviews during the college's Spring Open House for admitted students and their parents. The field research was designed to ascertain consumer preferences for next year's "The Taste of Boston" event, sponsored by Entercom's Boston radio stations, WAAF-FM, WRKO-FM, WEEI-FM and Star 93.7 FM.
Perry Lowe, marketing professor in charge of the GB-301 Project, said, "Bentley College is the first to partner with Perseus in order to use their new PDA (personal digital assistant) technology. The research project ran flawlessly and the ability to supplement our normal web-based research with personal interviews provides an additional dimension to students' ability to generate fast, inexpensive and actionable information." Another 4,600 responses were garnered to the Taste of Boston research project via Perseus'web-based SurveySolutions application.
With Perseus MobileForms mobile information collection software system, surveys are deployed on a handheld PDA, eliminating the need for paper-based surveys. Using the Perseus SurveySolutions word processing interface, Bentley students created, conducted and analyzed custom market research in less than one day. Their results were delivered in recommendations in their GB-301 Business Plans presented to Entercom management and Bentley faculty.
"The technology helps organizations with their entire mobile data management process, from form creation to results collection, reporting and analysis," said Barry Eaton, Product Manager for MobileForms. "It dramatically reduces the timeframe needed, improves data integrity and eliminates the need for time consuming and costly data entry."
Although students sign a Non-Disclosure Agreement with all GB-301 companies before beginning each semester's work, some of the research results are not confidential. For example, Open House attendees indicated very specific preferences for local personalities who they would like to meet at an event such as "The Taste of Boston."
Senator Ted Kennedy, Nomar Garciaparra of the Boston Red Sox, and WRKO's Howie Carr received the most votes for politician, sports personality and radio talk show host. Similarly, the Fleet Center was the attendees' favorite indoor venue. Approximately 1,500 people attended the Open House for Bentley's Class of 2006 and their families and more than 25% of the attendees participated in the survey.
About Bentley College
Bentley Collegeis a business university. Focused on students interested in business and related professions, Bentley blends the breadth and technological strength of a large university with the values and student orientation of a small college. An undergraduate education combines business study with a strong foundation in the arts and sciences. The McCallum Graduate School offers the Information Age MBA and Master of Science programs and certificates in a variety of business fields. Continuing education courses serve a range of professionals. Enrolling approximately 3,800 full-time undergraduate, 450 adult part-time undergraduate, and 1,300 graduate students, Bentley College is located in Waltham, Massachusetts, 10 miles west of Boston and on the web at http://www.bentley.edu.
Perseus is leading the transition from web survey software to Enterprise Feedback Management (EFM) solutions that help organizations better understand their world. Organizations worldwide rely on Perseus solutions to better identify and meet employee, customer and partner needs, and increase profitability by creating loyal relationships. Perseus products enable business professionals to quickly and easily obtain, analyze, and manage sophisticated enterprise feedback using intuitive web-based software. Perseus SurveySolutions® is a recipient of PC Magazine's Editors' Choice award for web-survey software, and is used by over 22,000 customers worldwide including over twenty percent of the Fortune 100. Perseus is a 2003 and 2004 Inc. 500 company and Deloitte Technology Fast 500 company, and a four-time Deloitte Technology Fast 50 company. Visit perseus.com for more information.
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